How To Use Meta Ads Value RulesMeta Ads Value Rules lets you adjust how much you spend on different groups of people in your ads. As of July 2025, that’s no longer necessary, thanks to a handy new feature called Value Rules. Value Rules are a way to tell Meta that while all people are equal, some are more equal than others. And so with Meta Ads Value Rules, you can say you’re willing to bid, say, 25% more to put your ad in front of a woman. You’ll find Meta Ads Value Rules under Advertising Settings in the left sidebar:Here’s my first of four rules:And here’s my entire rule set:I want a lot less Brazil, Mexico, and Malaysia, less Spain and Portugal, a little less France, Italy, and Poland, and a little more United States.